As the first month of 2026 comes to a close, Asus just confirmed that they will no longer be expanding their smartphone product lines. This marks a rather surprising yet significant strategic pivot for the Taiwanese technology company, as Chairman Jonney Shih announced the decision at the company’s year-end employee gathering in Taipei. He clarified earlier speculation about the future of Asus’ phone business.
The company will not be launching new phone models or additional product categories within its smartphone portfolio, effectively pausing expansion after the ROG Phone 9 and Zenfone 12 series from the previous year. However, Shih emphasized that existing smartphone customers will continue receiving full support, with Asus maintaining its after-sales services and commitments to current users.
As such, the brand will now be redirecting resources toward artificial intelligence-driven hardware and robotics. This involves significant investments in AI-centric systems, including intelligent machines, edge computing devices, and platforms requiring minimal human intervention.
The long-term growth potential supposedly lies in what’s called “physical AI products” rather than consumer smartphone sales. This strategic shift encompasses AI servers, enterprise-grade systems, and integrated platforms combining sophisticated hardware design with advanced AI software capabilities.
As mentioned, Asus phones will remain supported and available–so those who’ve made purchases last year can still look forward. That being said, support will last only a few years longer.
For more information, check out the official website and Facebook page.